You know how we at Hootville feel about eNewsletters and eMarketing in general. We are eNewsletter fetishists and proud of it. Squiggle wags his tail involuntarily every time he sends out another edition of the Lowdown and we hope they make your tails wag likewise.
Here’s a question for anyone (canine or human) who edits an eNewsletter: of all the emails a subscriber will ever receive which is the most likely to be opened? Take 10 seconds to think.
1…10.
Your subscription confirmation email. Yep – it’s statistically proven. So this raises the question – are you making the most of this opportunity? Likely answer is: no.
What could you do? Beyond a genuine, non-robotic welcome you could link to the five best articles on your website for some instant gratification, spruik an upcoming event or (this is good) have them take a 2m survey.
We dare you. You will instantly segment your keenest new subscribers.
People who have just subscribed themselves are hot-to-trot so they may undertake a quick online survey. More importantly, the survey may reveal something you could use. You may ask them if they have volunteered before, whether they could provide a suitable opportunity for your public speakers, if they would like a tour of your kennels or if they have a lead for your social enterprise team of office cleaners.
Any response shows them to be interested. The right responses may warrant a phone call. (Ask for permission first.) Let’s say a subscriber receives a polite, quick call from you about any of the above issues. The relationship is already well under way and you’ve certainly given them a connection to keep pening and responding to your future communications.